Beyond the Familiar

Beyond the Familiar

4.11 - 1251 ratings - Source

Strong customer-focused companies have a clear, relevant promise which they obsessively deliver day-in, day-out. At the same time, they relentlessly drive the market by evolving the offer in the face of market developments and opportunities. Because they meet customer needs better than the competition, again and again, they are able to generate sustainable, profitable, market-leading organic growth. The problem the book addresses is how to achieve this. The authors identify five key steps using their framework for success: Offer a clear, relevant customer promise Build customer trust by reliably delivering that promise Continuously improve the promise, while still reliably delivering it Drive the market by innovating beyond the familiar Support all this with an open organization that promotes frank discussion based on clear facts and market feedback. Above all the book runs counter to the fashionable claim that the starting-point for business success should be to find a 'blue-sky', 'out-of-the-box' breakthrough innovation. Barwise and Meehan use many compelling cases to illustrate how managers can find ways within their existing network and organization to achieve long term growth.Long-Term Growth Through Customer Focus and Innovation Patrick Barwise, Sean Meehan ... When Debra Brede discovered just how time-consuming, distracting and unprofitable a small number of accounts ... in June 2007 Sprint Nextel fired 1100 customers whose expectations they decided they were just unable to meet (see Figure 3.1). One report suggested that these a#39;serial complainersa#39; called customer service 40 to 50 times a month, more than 40 times the norm.59 Sprint wasanbsp;...

Title:Beyond the Familiar
Author: Patrick Barwise, Sean Meehan
Publisher:John Wiley & Sons - 2011-04-11

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